Athletic Brewing’s New Campaign & Dr. Martens’ Leadership Shake-Up

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As we kick off the new year, some exciting developments are shaping up in the worlds of beverage marketing and fashion. In this issue, we dive into how Athletic Brewing is giving Dry January a fun twist with its new “Athletic January” campaign, plus a closer look at the leadership change happening at Dr. Martens.

Read on for the full story behind these brand moves and what they mean for the industries at large.

Athletic Brewing Reinvents Dry January with “Athletic January” Campaign The start of January is typically marked by campaigns that tap into the “New Year, New You” mindset, often focusing on fitness, health, and wellness. Among the many players, beverage marketers have long capitalized on Dry January, a movement encouraging people to abstain from alcohol during the first month of the year. Non-alcoholic beer brands, in particular, have embraced this initiative, offering alternatives to traditional alcoholic beverages.

Athletic Brewing, a leading non-alcoholic beer maker, has taken Dry January a step further with its own “Athletic January” campaign, positioning the month not as a “dry” experience but as one that is just as full of flavor and fun as any other. According to research cited by the company, nearly two-thirds of consumers are moderating their alcohol intake, with more than one-third of U.S. drinkers planning to cut back or eliminate alcohol in January.

Athletic Brewing’s Chief Marketing Officer, Andrew Katz, shared that younger consumers, particularly Gen Z and millennials, are increasingly inclined to participate in Dry January in some form. The brand’s goal is to make this choice more enjoyable, particularly during a time when many people are feeling the post-holiday blues. “What we’re trying to do as Athletic is bring a little bit of fun and joy to what’s otherwise a dreary start to the year,” Katz explained.

Building on last year’s “Ask for Athletic” campaign, the “Athletic January” initiative features 15- and 30-second ads with bartenders, waitstaff, and retailers presenting Athletic Brewing as the go-to non-alcoholic beer. The campaign also includes a multimillion-dollar media strategy with TV spots, out-of-home placements, digital ads, streaming audio, and influencer collaborations.

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A core component of the campaign is educating consumers about non-alcoholic beers. Athletic Brewing continues to sample its products at hundreds of activations, retail events, and community gatherings across North America and the U.K. The brand has focused on providing a more authentic beer taste, doing roughly a million samples annually to demonstrate that their offerings are closer to traditional beers than older non-alcoholic options. Additionally, the “Ask For Athletic Week” rebate initiative encourages customers to try the brand risk-free by offering incentives at select locations.

“Consumers don’t have to ask, ‘Do you have any good NA beer?’” Katz said. “They’ll just know to ‘Ask for Athletic.’” The brand’s expanded distribution has made this approach more viable as its presence grows both at retail and in bars and restaurants.

Since its founding in 2017, Athletic Brewing has experienced rapid growth, becoming a top 20 U.S. brewery and capturing about 20% of the non-alcoholic beer market. This success has been driven by changing consumer preferences and strategic marketing that connects with its audience.

The brand's collaboration with Netflix is another example of its cultural engagement. In November, it released a limited-edition Marine Odyssey IPA, inspired by the documentary series Our Oceans, narrated by Barack Obama. This follows the brand’s 2023 partnership with The Witcher to produce Geralt’s Gold, a helles lager. Both collaborations are part of the company's broader environmental initiatives, like the Two For The Trails program, which donates a percentage of sales to support outdoor access.

Dr. Martens Creative Director Steps Down After Ten Years
Dr. Martens’ Creative Director, Darren McKoy, has announced he will be stepping down from his role after a decade with the iconic footwear brand. In a LinkedIn post, McKoy revealed that he made the decision to leave early last year in order to pursue new creative opportunities and challenges. “It wasn’t an easy choice, as you can imagine, but I feel now is the right time to close this amazing chapter and start writing the next,” McKoy wrote.

McKoy joined Dr. Martens in January 2015, initially serving as the global category manager of footwear. He was promoted to global product and merchandising director in 2017 and took on the role of creative director in 2021. Prior to Dr. Martens, McKoy held roles at Asics, VF Corp., and Adidas. Reflecting on his decade-long tenure, McKoy noted that he joined the brand when it was ready to take bold risks and drive forward-looking initiatives.

During his time at Dr. Martens, McKoy played a key role in transforming the business, helping it grow from a company with a valuation of approximately £136M to a global powerhouse worth £1B. “With an amazing set of passionate people — both long-standing and new — true brand ambassadors who shared an unwavering belief in its potential, we helped transform the business,” he said.

As Dr. Martens navigates this transition, the company is preparing for a new chapter of leadership. Ije Nwokorie is set to succeed Kenny Wilson as CEO in 2025. Nwokorie, the company’s current Chief Brand Officer, will take the helm as Dr. Martens continues to face challenges, particularly in the U.S. market, its largest. The company recently reported an 18% revenue drop for the first half of its fiscal year, including a 22.3% decline in sales in the Americas.

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Stay tuned for more updates in the next issue, and here's to a fresh start in 2025!